Dr Simon Murdoch follows his instincts. He set up Bookpages in the mid-90's because he saw an opportunity to emulate Amazon in the UK. He has invested in some the most iconic UK start-ups of the last twenty years. He has become a figurehead for invested investors in London. He loves what he does, particularly learning something new everyday. In this podcast Simon describes why he set up a competitor to Amazon, what it's to work for Jeff Bezos and how he transitioned into investing. Although he has experienced his share of failures, his eye for a successful start-up is remarkable.